Why a Fair Exchange of Value goes beyond exchanging money for goods

At its simplest, selling and buying is about a transactional exchange of a service or product for money.

For simple, low cost, transactional sales, where we may have little vested interest in the other person or company providing that product, we may not reflect as deeply on our buying interactions with them. However, if we discover that we have been ‘ripped off’ by paying too much for something, or unfairly treated, or discriminated against, and so on, we are more likely to become highly invested in the concept of fair exchange of value.

Why? Because as human beings, we do not like being ripped off or taken advantage of at our own expense. We are biologically hard wired for fairness. Researchers have even observed this hard wiring for fairness in chimpanzees and other monkey … read more by subscribing.